Examining the role of big data and marketing analytics in SMEs innovation and competitive advantage: a knowledge integration perspective

The age of digitisation has resulted in an explosion of studies investigating the benefits of Big Data Analytics (BDA) as a means to enhance competitive advantage in organisations. However, the best way to leverage BDA is still inconclusive. Moreover, there is paucity of studies investigating how SMEs, who are recognised as having high levels of entrepreneurial orientation, can utilise big data and marketing analytics to support innovation and competitive advantage in dynamic environments. This study employs dynamic capabilities as a lens to investigate the nuanced relationships. Adopting a partial least squares (PLS) path modelling method with 194 UK SMEs, this study finds that knowledge integration mechanisms are particularly critical value creation enablers by transforming EO and BDA into organisational wide capabilities in support of innovation and competitive advantage. These novel and nuanced insights are of value to both practitioner and researchers.